Are Marketers Ruining the Web?

Let’s face it — marketers get a bad rap. Despite what are often the best of intentions, consumers grumble at our efforts to interrupt their day with offers, images and noises in all possible corners of their lives (that’s prime urinal real estate folks). Sadly, our reputation isn’t much better inside of our very own organizations. An old Dilbert cartoon comes to mind where a banner above the department reads ‘Marketing: Two Drink Minimum.’

So far, the damage that marketers can inflict in the world around them has been relatively contained. But this web 2.0 business is changing that — quickly. I believe we’ve reached a tipping point where your best efforts online may be undermining your brand and polluting the very web we all inhabit.

Not only is this bad for consumers, it’s bad for business.

Getting Social

Whether you like it or not, your corporate website may no longer be the center of your online marketing efforts and brand. Content is now distributed and consumed across blogs, communities, networks, devices and appliances. Marketers are still coming to grips with what this means. But one thing appears clear — If our websites are less relevant, we need to move to where the action is (right?).

Messing up the Sandbox

The trouble with this approach is we’re now playing in other peoples’ sandboxes. It’s one thing to muck up our own corporate website with larger than life click here buttons and in your face promotions that don’t align to user needs. But unleash thousands of marketing foot soldiers into the world of Facebook, MySpace, YouTube, blogs and bulletin boards and it’s a potential recipe for disaster.

Marketers that try to control a conversation with a community that is talking with each other will lose. However, if you can effectively (and honestly) participate as a member of the community and enable that discussion, you’re well on your way to surviving (and hopefully thriving).

We’ve already seen the big ‘hand in the cookie jar’ PR flameout stories of Wal-Mart, Comcast, and The Home Depot all trying to manufacture word of mouth and community-driven brand appeal (damage control to aisle five).

But what about the hundreds of hospitality marketers flying under the radar pumping in fake reviews on TripAdvisor or boosting their ratings on CitySearch? The frightening part is that we’re only seeing the early adopters at this point. What happens when the majority of marketers start dabbling with social media to ‘fine tune’ their brand online and ‘control their message.’ When does noise overpower the signal to the point everyone loses? How many marketers will it take to ruin the web for the rest of us? I don’t know the answers, but if past behavior is any indication of the future, there is reason to be concerned. It is possible to market effectively in this new world, but it means redefining what marketing means to your organization and your customers.

Build a Product that Doesn’t Suck

Social media is the latest shiny object distracting folks from the real issue at hand —having a remarkable product. It can be a convenient cover up for a product that fails to fill a real market need effectively. How many companies do you know whose product does not live up to their brand promise? Have you ever been in a meeting brainstorming viral marketing tactics with nobody asking whether your content and product is worth sharing in the first place?

We’re getting comfortable throwing around buzz words like transparency and authenticity. But as Gilmore and Pine observe in the book Authenticity, "It’s easier to be authentic if you don’t say you’re authentic." The lesson - If your product is imperfect, consider asking for community feedback about how to make the next version. If you’re not comfortable with that level of transparency, consider staying out of the conversation until you’ve hit the mark.

Finding the Sweet Spot

It’s not all doom and gloom. Smart marketers have already overhauled their entire approach. There are fascinating case studies of companies connecting with consumers in more real and effective ways than ever before. In fact, it’s easy to argue the upside far outweighs the risks.

Social media strategies are emerging that rise above the use of any one tactic and look at the bigger picture. We’re all feeling our way through new technology and modes of communication. There is no playbook.

Bruce Tempkin, a Customer Experience analyst at Forrester writes about the notion of experience-based differentiation. It’s a fascinating concept of finding that sweet spot for long term differentiation in between what he calls pushy marketing and soulless targeting. Meaning, it’s important to reinforce your brand with every interaction, but it’s also critical to deeply understand your users. Finding that balance is they key.

Source: Bruce Tempkin, Customer Experience Matters

Give a Hoot. Don’t Pollute.

So we have many choices. How will we build brands, reach out to communities and effectively market our products and services in an increasingly connected digital world? The opportunity to get it right has enormous payoffs. But please try not to ruin the web (and your brand) on the way.